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Telco/Internet specialist

Kirk Boodry

Redex Research

Equity Bottom-Up

<p>KDDI has announced consumer 5G plans including additional content alliances with Amazon and DAZN supported by unlimited data use. There is evidence of industry pricing pressure as introductory offers for unlimited data packs that include streaming video are priced under ¥4,000/month whilst student discount offers are less than ¥2,500. This is a partial answer to NTT DoCoMo’s regulatory-driven price cuts (20 GB for ¥2,980/month) although it has yet to unveil pricing for a 20GB plan at the Au main brand. Rakuten is under the most pressure to address pricing now so KDDI (and Softbank) may wait for that announcement before making their own.   </p>

KDDI has announced consumer 5G plans including additional content alliances with Amazon and DAZN supported by unlimited data use. There is evidence of industry pricing pressure as introductory offers for unlimited data packs that include streaming video are priced under ¥4,000/month whilst student discount offers are less than ¥2,500. This is a partial answer to NTT DoCoMo’s regulatory-driven price cuts (20 GB for ¥2,980/month) although it has yet to unveil pricing for a 20GB plan at the Au main brand. Rakuten is under the most pressure to address pricing now so KDDI (and Softbank) may wait for that announcement before making their own.   

KDDI Corp - 5G Consumer Service Plans Indirectly Affected by DoCoMo Price Reduction